Virality

The success or failure of an innovation lies therefore no longer in Alex from Target, his cuteness, or the humor that is portrayed in the photo, but rather in the hands of multiple actors who may deal with Alex very differently. Some people will adore him. Others will caricature him.

Conservatives, rarely lacking significant resources, can afford to drop big money on paid advertising to get their message in front of millions of people. Progressives will need to get the most out of social if they want to compete.